Summary & key ideas The Brand Gap

The Brand Gap runs to about 100 pages and takes an hour to read. Marty Neumeier describes the gap between the people who plan a brand and the people who create it – and why so many brands fail in the space between the two.

The Brand Gap summary: the key ideas

• A brand is not what you say it is. It is what other people say it is.
• Strategy and creativity need translating. Neither side can hand over and walk away.
• Five disciplines. Differentiate, collaborate, innovate, validate, cultivate.

Why we keep it on the shelf: it is the fastest way we know to get a mixed group of people talking about branding in the same terms.